Suntory Beer "Kinmugi" Takuya Kimura appears in new TV commercial

Suntory Beer has revamped its "third beer" brand Kinmugi, originally launched in 2007 with the concept of "the new category most suited to happy family dining tables." On February 26th, the company held a press conference at Tokyo Midtown Hall in Minato Ward, Tokyo, to announce its new TV commercial and marketing strategy.

Tatsuo Wada, General Manager of the Marketing Division, stated, "Kinmugi surpassed cumulative sales of 10 billion bottles faster than any other product in Suntory's history. It's gratifying that it has grown into a brand that pairs well with meals, as many people drink it with their food. However, lifestyles are changing, so in its 13th year, we've significantly revamped everything for the first time: the product itself, the packaging, communication, and promotion." He explained the new taste emphasizes malt flavor by using the largest amount of malt in its history, and the clear aftertaste achieved by increasing the carbonation pressure.

During the talk session, Takuya Kimura, who appears in the TV commercial, arrived dressed in the same casual style as the ad. He expressed his enthusiasm: "I believe Kinmugi, with its 13-year history, has many fans. It's an honor to appear in the commercial at this time of major renewal. I want to convey this new deliciousness to everyone."

Regarding the commercial, he commented, "Typical commercials tend to exaggerate the content, so this time I acted naturally to show things as they are, minimizing added elements." He also coolly remarked about an ad-libbed moment where he ate clam butter prepared on set: "They didn't call 'cut'..."

Kimura-san toasted with the new Kinmugi and said, "It's delicious! I think if you try it, you'll really feel the presence of the barley. It goes well with various dishes, but I think it especially pairs perfectly with home cooking."

After tasting the kinpira gobo (stir-fried burdock root) featured in the commercial, he praised its perfect pairing: "It really goes well. It's an excellent 'co-star'!" Learning that the caterer who made this dish—whom Kimura affectionately calls "Mom" on set—was present at the venue, he beamed his biggest smile of the day and said, "Thank you for the meal!"

The new TV commercial featuring Kimura, titled "New Kinmugi," will air nationwide starting February 27. Additionally, the "New Release? Even Though It's Kinmugi?" commercial featuring actress Rei Dan is scheduled to air starting in March.
Making-of footage for the commercials can be viewed on the product website ( https://www.suntory.co.jp/beer/kinmugi/top/ ).